Granted, I don’t know of any good stereotypes…Generalizations are different. Stereotypes set up backwards, thwart progressive thought and hinder forward movement.

Plus small minds have always ticked me off. They tend to be narrow, selectively ignorant and mean spirited.

In any event, Allegra McEvedy is right on per this Times Online. Sent to me be the very fortitudinous and sharp RhondaKallman (co founder of Boston Beer).

“McEvedy, a keen drinker of Guinness, feels very comfortable holding a pint. ‘The stereotypes around beer annoy me and get my back up. It is a fantastically crafted drink, but the most important aspect of it is taste and environment. I like to drink Sagres lager, London Pride, Guinness in winter, or Doom Bar beer in Rock in Cornwall. All of these have wonderful flavours — just like a glass of wine.’ ”

She’s English and the women there drink a much smaller proportion of beer in the UK (13% vs. American Women at 25%+).

Message du jour: get past stereotypes, in fact – throw them out, out, out!!! You only do yourself a disservice, never mind the victim of the stereotype.

It has occurred to me, from a few recent conversations, that I need to clarify something here.

Women. Men. It’s not a “vs.” situation.

Different genders are inherently different in how they approach the marketplace – and therefore how to market beer to them.

Please shift your thinking and consider that we cannot compare apples & oranges here. They are different, not on the same plane. And you cannot legitimately compare things that are not on the same plane.

We’re not talking about unequal either – don’t even go there. That’s not it at all.

Jeri, a good friend and mutually enthusiastic beer drinker told me this after our WEB ACBW event with Dave Coy.

“Thanks for the Mai Bock Beer tasting the other night… it was just great. Additionally, I can tell you that it really has changed my perspective on pale colored beers. I actually even voluntarily drank some (name irrelevant) lager this weekend, without scowling and whining. ~ Jeri”

When’s the last time you said to yourself, “Self, today I’m going to write down all the reasons/catergories of/for X.”

Just like I stated (and started) at the opening of my presentation at the recently passed Craft Brewers Conference on developing & serving the female craft beer enthusiast, I did and continue to categorize. And we’re up to 31 categories and counting, folks.

Jody & I enjoying beer outside at Bridger Bowl

Thirty one. Whoa.

A category that women consider when interacting, partaking, participating, and enjoying beer can be a wide one or a narrow one. Regardless, we have 31 so far.

This goes back to my ever present hammering of Know Your Market. You have to ask Why when you ask for an opinion. It can go something like this.

Q “When do you drink beer?”

A “At dinner/Lunch/the park/etc.”

Q “Why then/there?”

A “Because I like beer with my evening meal/because a refreshing session style beer in the middle of the day is an affordable treat I enjoy/because I enjoy drinking out of doors/etc.”

The Why will tell you waaaaaay more information that you can apply than simply asking the question. In fact if you don’t ask the Why, then you’re wasting everyone’s time.

Personally, I have no idea if she partakes of a tasty beer now and then. What I do want to connect here is respect to beer. Beer to respect.

In conducting research on marketing beer to women, over and over and over I hear that the market segment, women here, want some respect.

And why not?! Women make up 50.9% of the population.

Historically, it’s been women women women who brew beer. It’s still true in most other parts of the world (sans America). It’s a household task (careful – I’m most certainly not equating housework with women here). It simply falls into the duty breakdown.

So where the heck did the idea come from that women don’t like or want to drink beer? Why aren’t they a much more respected market share?

Probably several reasons. I’m not an historian, like my friend Maureen is, so I’ll forgo that for now.

What I want to point out today is that when you respect your existing and potential clients, all of them – women included – and you respect your beer, then you’ve got a winning, profitable combination. (If this sounds like a no brainer, why aren’t more breweries already successfully marketing to women??)

RESPECT. Treat them both ala the golden rule. And you will reign supreme.

I believe a good label to be worth it’s weight in gold (or healthy dollars anyway).

The labels I like? Authentic, accurate, real.

Labels I don’t like? False, inaccurate, overtly off base.

So while I like what Christina Perozzi is doing, I don’t like the label “chick” for females and marketing to them/for them/about them. It sends the wrong message, whether intended that way or not.

My research shows over and over (as well as other well documented research) that sexualized, slang, inappropriate labels are harmful. Not neutral – harmful.

Regardless of if it is meant humorously, it will more than likely be a not so great choice. Regardless if you call yourself a chick to your female friends, it makes me nervous – misconception is a hard thing to put asunder.

Authenticity is critical – for selling your brand, for getting buy in and buyers, and for being true to accuracy.

My apologizes for very few pictures thus far. As I am learning the new formatting, I am trying to figure out, with the patient help of my web strategist, how to do it. I have plenty of pictures to use, share, that are applicable. Thanks for your patience.

Keep reading. Thanks to anyone who is sharing the blog. Give me some feedback when you can.

I’ve found doing my research with women who like beer that pink is already taken (Breast cancer, Barbie). And most women don’t like to have the color pink splashed on or at a cause (and my research also clearly shows women who drink beer don’t like it either), I am all for (and a member of) the society of which he speaks. Teri’s on fire and rightly so.